When I joined Peer 1 in 2005 as Creative Director, my immediate task was to develop a visual language for the marketing of this young and dynamic company.
As a way to visualize the idea of Internet infrastructure, I chose fibre optic lines as a symbol of rapidly developing technology, the basis of information exchange, and connection in general. In order to accomplish this, both 3D models and abstract graphics were created.
Peer 1's success was not solely attributable to its cutting-edge technologies; it was also due to the careful selection of its staff, the provision of opportunities for growth, a work-life balance, and a fun workplace.
For example, in order to add a playful element, the business cards were created as a jigsaw puzzle as part of the documentation design. Holders of business cards could connect them into a sort of network, which would strengthen the sense of cohesion and unity within the organisation.
The solidification of the image of this young company, along with the unique and powerful symbols, helped position Peer 1 in the growing technology market and contributed to the transformation of a small startup into an international corporation with a recognizable name.
Map of the Internet
One of the brand applications that set Peer 1 apart from its competitors was their Map of the Internet. Unlike cute maps that show sites or personal viewpoints, Peer 1's map illustrates the connections between ISP networks, Internet Exchanges, and university networks across a vast array of networks stretching around the world. It's not only informative, but also visually appealing.
Peer 1's map of the Internet was printed as a wall poster and handed out as a giveaway at SXSW'13 in Austin, TX. The success of this marketing and educational piece led Peer 1 to produce a 3D interactive app that showcases the same map concept ( See Map of the Internet app page). This allowed the company to share their unique and informative map with a wider audience in an engaging and interactive way.
